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Opinion & Analysis

Embracing AI and machine learning in the golf industry: A PGA Professional’s perspective

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As a PGA Professional for 16 years and a nearly three-decade veteran of the golf industry, I have dedicated my career to understanding and enhancing the game through coaching, equipment selection, and course management. Throughout this time, I’ve witnessed remarkable advancements, but none have been as transformative as the rise of artificial intelligence (AI) and machine learning. These technologies are changing how we play the game and revolutionizing the entire golfing experience.

At the recent PGA Merchandise Show in Orlando, I had the opportunity to talk with Brent Neville, the CEO of ShotSense Golf and the creator of a remarkable and what I feel will be a game-changing app for golfers.

Brent is a high-tech industry leader with 15 years of experience in engineering, geospatial analysis, and AI-driven analytics. He is also the real deal: a Notre Dame grad with a BS in Mechanical Engineering and an MBA in Finance and Marketing from Northwestern’s Kellogg School of Management. He and his team at ShotSense Golf are revolutionizing on-course decision-making with their free iOS app, which delivers personalized shot strategies for every shot on any course.

Brent and I have had lengthy discussions about AI and LLMs (large language models), how they can help society in general, and their applications in golf. Below is some of what Brent shared with me.

1. AI and Training Data

Artificial Intelligence, particularly large language models (LLMs), depends on the data it learns from. These models work by predicting the next word in a sequence based on patterns they recognize. For example, if a model often sees “cat” followed by “whisker,” it will likely predict “whisker” after “cat” in the future. This approach is effective for predictable data, like the English language or consistent human behaviors, since these patterns tend to repeat.

For instance, a machine learning model can predict dentist appointments by analyzing historical data, such as patient turnout on different days of the week. Google Maps uses similar concepts by examining large amounts of location and traffic data to forecast conditions. However, predictions can become tricky when individual choices deviate from common patterns, like someone opting for a different route.

In sports like golf, the complexity increases significantly. Each golf shot is influenced by many factors, such as course layout, weather conditions, and a player’s unique situation on that particular day. Unlike language, where patterns are more stable, predicting a golf shot is much more challenging because every shot is its own distinct scenario. This is why the ShotSense Golf method focuses on optimization rather than straightforward machine learning—there are just too many changing factors to rely solely on past data for accurate predictions.

2. Brody and Strokes Gained

A great example of how analytical methods have evolved is seen in the progression of statistical models in sports. The book “Moneyball,” released around 2003, changed how baseball teams evaluate players by introducing innovative metrics like WAR (wins above replacement). A decade later, “Astroball” built on this by using advanced computing and a better understanding of data correlations to provide even deeper insights.

In golf, Mark Broadie’s book Every Shot Counts introduced the strokes gained concept. This concept uses average data sets to evaluate performance from different distances, such as saying it takes about 2.82 strokes to reach the green from 100 yards on the fairway. However, this approach misses key factors, such as wind direction or the difficulty of hitting a small green at a challenging course like TPC Sawgrass.

Broad averages were initially necessary because computing limitations prevented detailed analyses of every situation. Now, technology can handle millions of calculations quickly, allowing for more specific and context-driven evaluations. ShotSense Golf exemplifies this by using real-time data to analyze various shot scenarios, considering nuances that traditional strokes gained metrics might overlook—like whether being behind a tree gives a better shot opportunity than being in the rough.

Brent has experience working at an AI/ML startup and Microsoft. He highlights that the biggest challenge in AI is delivering real value. While large language models (LLMs) showcase significant productivity gains, applying them to specific industries, like golf, can be complex.

Simply adding AI to a problem is often ineffective. Defining the use case and determining if AI is genuinely needed is vital. Currently, there’s a trend of applying LLMs to everything, from chatbots for weather updates to rules of the game. However, the key is identifying valuable applications for AI. For instance, LLMs have proven helpful in summarizing golf notes.

In golf, AI can be categorized into two main areas: hitting the ball and strategy.

Hitting the Ball:

  • Club Development: AI helps optimize club design using simulations, a practice that’s been around for over a decade.
  • Swing Analysis: Many players are interested, but this requires extensive labeled data from successful swings, which is hard to gather.
  • Launch Monitors: Use machine learning to analyze data and predict performance.
  • Fitness Routines: AI can customize fitness plans by combining ML and LLM approaches.

Strategy:

  • Rangefinders: Limited AI, mainly predictive models based on shot data.
  • GPS Apps: Primarily for data display, offering little AI advantage.
  • Course Management Tools: Often outdated, lacking AI integration.
  • Hardware Tracking: Focuses on data collection, with basic analytics provided in apps.

AI is not a one-size-fits-all solution but can drive value in targeted applications. ShotSense Golf, for example, uses machine learning and optimization, similar to how Google Maps functions—efficiency improved through data-driven updates.

 

Reader, please support me by checking out my three weekly columns on RG.org. On Mondays, I present “The Starter,” which recaps the week gone by in golf. On Thursdays, I give you “Fairway Focus,” which previews the week to come in golf. And on Saturdays, I dish up the “Weekend Fore-cast,” a look at what’s on tap for the upcoming weekend.

 

Editor’s note: “My Take” will be an ongoing weekly series where Brendon shares his thoughts and opinions on various aspects of the game and industry. These are Brendon’s opinions and do not necessarily reflect those of GolfWRX, its staff, and its affiliates.

As a member of the Golf Writers Association of America, Brendon Elliott covers premier tournaments including the PGA TOUR, LPGA Tour, the Masters Tournament, and the PGA Championship. He has conducted notable interviews with golf legends such as Jack Nicklaus, Gary Player, Annika Sorenstam, and modern greats like Keegan Bradley. Elliott's media career spans multiple prestigious platforms, with current affiliations including PGA.com and PGA Magazine (since 2018), GolfWRX (since 2018), MyGolfSpy (beginning in 2025), and RG.org (since 2024). Through his One More Roll Golf Media company, he works as a premier freelance golf writer while consulting with golf start-up companies. Elliott's distinguished career as a PGA Professional has focused on developing junior golfers. In 2017, he was named the PGA of America National Youth Player Development Award Winner and has been recognized multiple times as one of the best golf instructors regionally and nationally. In 2008, Elliott founded Little Linksters, an award-winning youth golf academy, and in 2010 expanded with a sister nonprofit organization for children of all abilities. While he sold Little Linksters Academy in December 2024, he continues as Executive Director of the nonprofit and launched the BE A GOLFER Academy for competitive teen golfers in January 2025. Elliott's combination of teaching experience, business acumen, and journalistic expertise positions him as a comprehensive authority in the golf industry, bridging instruction and media for golf enthusiasts, industry professionals, and aspiring players.

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Opinion & Analysis

Brandel Chamblee PGA Championship Q&A: Rose’s huge McLaren risk, distracted LIV pros and why Aronimink suits the bombers

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PGA Championship week is here, and Brandel Chamblee did not hold back in our latest discussion ahead of the season’s second major.

In our 2026 PGA Championship Q&A, golf’s leading analyst made the case that PIF pulling LIV’s funding has left its players competing in a state of confusion, called Justin Rose’s mid-season equipment switch a huge risk at 45, and explained why Aronimink will be a bombers’ delight this week.

Check out the full Q&A below.

Gianni: With the PIF confirming that they’re pulling funding from LIV at the end of the season, what impact do you expect that to have on the LIV players competing at the PGA Championship?

Brandel: I would imagine that they have all been thrown into a state of confusion, and will be distracted, not knowing where they are going to play next year and not knowing exactly their road back to either the DP World Tour or the PGA Tour. Or in Rahm’s case, being tied to a sinking ship for the next few years, likely playing for pennies on the dollar in events that no one cares about or watches.

I doubt this would put him in the best frame of mind to compete at his highest level. Keeping in mind, however, that majors are the only time that LIV disciples get to play in events that matter, so never disregard the motivation they have to prove to the world they are still relevant.

Gianni: Justin Rose switched to McLaren Golf equipment mid-season while playing some of the best golf of his career. What do you make of the change?

Brandel: I don’t really know what to make of Rose switching equipment. It seems a huge risk on his part, even though it is likely, in my opinion, that the clubs he’s playing are similar, if not the exact grinds, to what he was playing previously, with a McLaren stamp on them.

Having said that, at best, it is a distraction when he seemed to be as dialed in with his game as any 45-year-old could be and trending in the majors to perhaps do something that would definitely put him in the Hall of Fame. At worst, given the possibility that these clubs aren’t just duplicates of his old set stamped with McLaren on them, he’s made an equipment change that would take time, and 45-year-old athletes don’t have the time to do such things.

Gianni: Aronimink has only hosted a handful of professional events since it hosted the 1962 PGA Championship. What kind of test does it present, and does a course with less recent major championship history tend to level the playing field?

Brandel: Even though Aronimink has only hosted a handful of meaningful professional events, it has been fairly discerning in who can win there. When Keegan Bradley won the BMW Championship on the Donald Ross masterpiece in 2018, he was the 2nd best iron player on tour coming into that week. When Nick Watney won the AT&T at Aronimink in 2011, he was 2nd in strokes gained total coming into the week.

In 2020, Aronimink hosted the KPMG Championship, and Sei Young Kim won. On the LPGA that year, she was first in greens in regulation, putts per green in regulation, and scoring average on the way to being the LPGA player of the year. And then there is the 1962 PGA Championship won by Gary Player, who eventually became just one of a few players to win the career grand slam on the way to winning 9 majors. It is a formidable test, and if it’s not softened by rain, it will bring out the best in the upper echelons of the game.

Gianni: Is there a specific hole at Aronimink that you think will do the most to decide the winner?

Brandel: The hardest hole at Aronimink in each of the three tour events that have been played there since 2010 has been the long par-3 8th hole, with the par-4 10th being the second hardest, so most of the carnage will happen around the turn, but with the par-5 16th offering opportunities for bold plays and the tough closing holes at 17 and 18, the finish is likely to be frenetic.

Gianni: The PGA Championship has always sat in the shadow of the other majors. What does the ideal PGA Championship look like in your eyes, and what would it take for it to carve out its own identity?

Brandel: The PGA Championship, to whatever degree it suffers from the comparison to the other three majors, is still counted just as much when adding them up at the end of one’s career. Almost 1/3 of Nicklaus’ major wins were the five PGA Championships he won. Walter Hagen won 11 majors, five of which were PGA Championships.

Tiger Woods twice in his career won back-to-back PGA Championships, and those four majors count just as much as the other 11 he won. The PGA may not have the prestige of the other three, but it carries the same weight. Having said that, I preferred the identity that it had as the last major of the year.

Gianni: You nailed your Masters picks. Rory won, Scottie finished solo second, and Morikawa surged to a tie for seventh. Who are your top 3 picks for the PGA Championship and why?

Brandel: I am not a huge fan of majors played on golf courses that have been shorn of most of the trees, although I understand some of the agronomic reasons for doing so and of course the ease with which it allows members to play after errant drives. However, at the highest level, it all but eliminates any strategy off the tee and turns professional golf into an even bigger slugfest. That means that it will likely be a bomber’s delight this week, but fortunately, Scottie Scheffler is long enough to play that game and straight enough to play it better than anyone else.

The major championships give us very few surprises anymore, going back to the beginning of 2012, so the last 57 majors played, the average world rank of the winners has been better than 15th in the world. So look at the highest ranked and longest drivers who are on form coming into the PGA Championship who also have great short games as the surrounds at Aronimink are very challenging. That’s Scottie Scheffler by a mile and then McIlroy and Cameron Young with a far bigger nod towards DeChambeau than I gave him at the Masters.

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Club Junkie

A putter that I love and hate – Club Junkie Podcast

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In this episode of the Club Junkie Podcast, we dive into one of the most interesting flatstick releases of the year with a full review of the new TaylorMade SYSTM 2 putters. After spending time on the greens, I break down what makes this design stand out, where it performs, and why it has me completely torn between loving it and fighting it. If you are into feel, alignment, and consistency, this is one you will want to hear about.

We also take a look at some of the putters in play on the PGA Tour last week. From familiar favorites to a few surprising setups, there is always something to learn from what the best players in the world are rolling with under pressure.

To wrap things up, I walk through the process of building a set of JP Golf Prime irons paired with Baddazz Gold Series shafts. From component selection to performance goals, this is a deep dive into what goes into creating a unique custom set and why this combo has been so intriguing.

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Opinion & Analysis

From 14 handicap to pro: 4 things I’d tell golfers at 50

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This year my 50th birthday. Gosh, where has the time gone?

As a teenager in rural Missouri, some of my junior high and high school years felt interminable. Graduation seemed light years away. But the older I get, the faster life seems to fly by.

I’m also increasingly aware of my mortality. My dad died recently. Earlier this year, a friend and fellow PGA of America professional and I were texting about our next catch-up. The next message I received was news of his unexpected passing at 48. Shortly after, a woman I dated in college succumbed to cancer at 51.

Certainly, one can share perspective at any age. Seniors help freshmen, veterans guide rookies. But reaching this milestone feels like as good a time as any to do one of those “what would I tell my younger self?” articles.

I’ve had a uniquely varied career in golf. I started as a 27-year-old, average-length-hitting, 14-handicap computer engineer and somehow managed to turn pro before running out of money, constantly bootstrapping my way forward. I’ve won qualifiers and set venue records in the World Long Drive Championships, finished fifth at the Speedgolf World Championships, coached all skill levels as a PGA of America professional, built industry-leading swing speed training programs for Swing Man Golf, helped advance the single-length iron market with Sterling Irons®, caddied on the PGA TOUR and PGA TOUR Champions, and played about 300 courses across 32 countries.

It’s been a ride, and I’ve gone both deep and wide.

So while I can consult and advise from a lot of angles, let me keep it to a few things I’d tell the average golfer who wants to improve.

1. Think About What You Want

Everyone has their own reason for picking up a golf club.

Oddly, as a professional athlete, I’m not internally driven by competition. That can be challenging, as the industry currently prioritizes and incentivizes competition over the love of the game.

For me, I love walking and being outdoors. Nature helps balance my energy. I prefer courses that are integrated into the natural beauty of their surroundings. I’m comfortable practicing alone. I’m a deep thinker, and I genuinely enjoy investigating the game, using data and intuition to unearth unique, often innovative insights. I’m fortunate to be strong and athletic, so I appreciate the chance to engage with my abilities. Traveling feels adventurous. I could go on.

You don’t have to overthink it like I do. For you, it might be as simple as hitting balls to escape work, hanging out with friends, and playing loosely with the rules and the score.

The point is to give yourself permission to play for your own reasons, and let that be enough.

But if improvement is your goal, thinking about your destination—and when you want to get there—is important, because it dictates the steps you need to take. When I set out to go from a 14-handicap to the PGA TOUR as quickly as possible, the steps I needed were very different from those of a working golfer trying to break 90 in six months. That’s also different from someone who just wants a few peaceful hours outside each week, away from work or family.

None of these goals are better than the others, but each requires a different plan that you can work backward from.

2. There Are Lots of Things That Can Work

One of the challenges of golf is that, although there are rules for playing, there aren’t clear, industry-wide standards for how to best play the game. There’s a lot of gray area.

You might hear a top coach or trainer insist that a certain move is the best way to swing or train. Then you dig a bit deeper and, much to your confusion and frustration, another respected coach or trainer says something completely different. I don’t think anyone is trying to confuse you—at least I hope not. It’s just where the industry is right now.

You have to be careful with advice from tournament pros, too. They might be great at scoring, but they’re also human and sometimes just as susceptible as amateurs to believing things that don’t really move the needle. Tour players might describe what they feel, but that’s not always what they’re actually doing when assessed with technology.

I recently ran a test on my YouTube channel (which connects to my GolfWRX article “How to use your hands in the golf swing for power and accuracy”), and, interestingly, two of the most commonly taught hand actions produced the worst results in the test.

Coaches can certainly help. If you find someone you connect with to help navigate, that’s great. But there are many ways to get the ball in the hole. In the current landscape, you may need to seek multiple opinions, think critically, and use your own intuition to discern what seems true and whose advice resonates with you.

I’d recommend seeking someone who is open-minded and always learning, because things constantly change. Absolutes like “correct” or “proper” should raise a red flag. AI can be useful, but it tends to confidently repeat popular advice, so proceed with caution.

3. Get Custom Fit

If you’re serious about becoming a better player, getting custom fit is hugely important. There’s no sense fighting your equipment if you don’t have to. Most better players get fit these days and, if they don’t, they’re usually skilled enough to work around clubs that aren’t ideal.

If you plan to play for a long time, it’s worth spending a little more upfront to get something that truly fits you and your game, rather than continually buying and discarding equipment.

Equipment rules haven’t really changed significantly since the early 2000s. To stay in business, manufacturers keep pushing those limits. If you pull a bunch of clubs and balls off the rack and test them, you’ll find differences. I’ve tested two new drivers and seen a 30-yard total distance gap. Usually, the issue isn’t bad equipment; it’s that the combination of components simply isn’t the best fit.

It’s like wearing a new pair of floppy clown shoes. Sure, they’re shoes—but you won’t sprint your best in them compared to track shoes that fit perfectly.

Be wary of what’s called custom fitting, too. Sometimes the term is used as a marketing strategy rather than an actual fitting. In some retail settings, fitters may be incentivized to steer you toward higher-priced components. That doesn’t automatically mean it’s not the best fit, but you should be aware of potential biases.

I learned a version of this lesson outside of golf. Years ago, I bought a tennis racquet at a big box store from a seemingly knowledgeable employee who thought it would suit me best. The racquet gave me tennis elbow, and I spent months recovering with rest and acupuncture. The next season, I invested more time and money to find what actually fit me, and I walked away with something amazing that I still play with years later.

So if you’re going to get fit, be smart about it.

Find someone you believe has deep knowledge—possibly with certifications, but not necessarily. Make sure there’s a wide inventory across many brands. Check recent reviews for the individual fitter if possible. Make sure you trust that the fitter has your best interests at heart. If they’re wearing a hat or shirt with a specific brand’s logo, proceed with caution. Unless you specifically want a certain brand or look, be wary of upsells, especially if two options perform nearly the same.

Also, while golf is called a sport of integrity, there’s a thread of manipulation in the industry. I once drafted an equipment article for an industry magazine, structured just like one of their previous popular stories, with matching word count and great photos. The assistant editor loved it; it was useful to readers and required little work on his part. But the editor-in-chief nixed the story. When I asked why, I was told it was because I wasn’t an advertiser. It turned out the article I’d modeled mine after was a paid ad cleverly disguised as editorial content.

I really dislike games, clickbait, and fear-based manipulation. I hope this changes, but golfers deserve to know it exists.

4. Distance and Strategy Matter

There’s a real relationship between how far you hit the ball and your scoring average, even at the PGA TOUR level.

I experienced this early in my pro career. I started as a power hitter, swinging in the high 120s and breaking 200 mph ball speed with a stock driver.

Back then, some instructors advised swinging at 80%, so I tried slowing down for more accuracy. That worked fine on shorter, tighter courses. But on longer setups, I was coming into greens with too much club, and par 5s stopped being

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